Superdry teams up with Reliance Brands for India foray

British clothing brand Superdry is betting big on India,

its first entry in any BRIC market. The brand has tied up with Reliance Brands as its local partner and is looking to make India one of its most successful markets. The London Stock Exchange listed Supergroup, will open 20 stores in the first five years of being in India.

Inspired by vintage styling and Japanese graphics, the brand has been growing aggressively internationally with presence across mainland Europe, US and some parts of the Middle East. James Holder, Founder of Superdry says they have come to India before China, Brazil and Russia because of the cultural fit that this market offers them. In fact, they have signed the longest agreement with any partner so far in India which shows their commitment to this market. Superdry is still evaluating an entry into China, a country which is usually the first point of entry for global brands to the emerging markets.

Reliance Brands, which retails an array of international labels including Ermenegildo Zegna, Diesel, Quiksilver, Kenneth Cole and Brooks Brothers among several others, has signed a 20-year licensing deal with the British fashion brand. Reliance Brands, a subsidiary of Reliance Retail, will open seven stores for the brand over the next six months and plans to establish presence even in tier two cities.

Darshan Mehta, CEO Reliance Brands points out Superdry does not really compete with anyone at the moment, the idea is to build a connect with the youth through various events, social media etc. Operating at the Rs 3,000- 8000 price points it will compete with the likes of Tommy Hilfiger and Calvin Klein on the pricing front. Mehta says existing brands in the group`s portfolio such as Quiksilver and Roxy, which fall in the outdoor sports lifestyle category, will not directly compete with Superdry instead will help grow the market.

Although, Superdry has its core market across the 15-25 year olds, it is popular between the ages 30-45 among both men and women.